relaunched its newly revamped website last month, streamlining navigation and improving access to its search and shopping-cart functions.

Susan Harvey, senior vice president and managing director of Bloomingdale', said the company no longer uses high-bandwidth visual technology to display images on its homepage because it slows down service.

"The customer told us loud and clear that she wanted it fast as well as simple. Get rid of the bells and whistles," said Harvey. is a division of Federated Department Stores, Cincinnati.